Founded in 1987, Superior Livestock pioneered the first satellite video cattle auction and transformed how load lots of livestock are marketed in the United States. Built by visionary cattlemen Jim Odle and Buddy Jeffers, Superior has grown into the largest seller of cattle in the world and the nation’s most trusted video and internet livestock auction.


Superior’s representative-based model provides true boots-on-the-ground coverage across the entire United States, supported by more than 400 field representatives, 25 dedicated Purebred team members, and countless employees operating from four nationwide locations. This unmatched network allows Superior to maintain strong local relationships while delivering consistent standards, reliable execution, and nationwide reach.


Marketing calves, feeder, stocker, and bred cattle, Superior connects ranchers, feeders, and buyers through competitive bidding and true price discovery, while preserving the advantage of country delivery. Today, Superior unites live online auctions, Superior Purebred, and the Country Page into one modern, reliable marketplace, driven by technology and grounded in decades of experience.

Superior Livestock

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